Signage and outdoor graphics can have wildly different purposes: its reason for being might be solely to grab someone’s attention…to be used as an identifying mark (a business sign, for example), to provide directions, to deliver a message, or to create a mood. The goals of the sign drive the design. A billboard should be able to completely deliver its message in 3 seconds or less (the average time it takes to drive by one and take in all the information). A directional sign should get people where they need to go without questions. It doesn’t sound like rocket science, but a great many sign designs just don’t do their job. Not here. Messages delivered: stylishly.

“Design is not just what it looks like and how it feels. Design is how it works.” — Steve Jobs